Phil speaks with Barry Urquhart, Consumer Behaviour Analyst, about the marketing challenges of the upcoming Federal election.

Urquhart highlights that marketing political leaders is harder than marketing their policies, as all major party leaders have net negative ratings. Cost-of-living concerns dominate voter priorities, with housing, health, and education policies showing little differentiation between major parties.

Border security, immigration, and defense are key secondary issues, where the Albanese government is seen as vulnerable, while the Opposition is viewed as more stable. Rising costs for power, petrol, and utilities add to voter frustration.

Urquhart suggests that voter attitudes may outweigh policy details in this election, with leadership perception and communication skills playing a crucial role. The Teal MPs and Bob Katter are seen as credible but not necessarily representative political voices.

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